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Have you ever wondered how certain websites make it to the very top of Google's search engine when you type in a search term? Articles that make it to Google's first page of search results enjoy immense popularity and lots of exposure. While many factors play into how this search engine ranking occurs, there's no doubting the role that SEO plays in getting web content picked up by online search engines.

SEO Deconstructed

Search engine optimization (SEO) is a methodology used to promote web content such as articles, blogs, and websites. SEO gives online content greater visibility by optimizing it so that the web copy appears in top search engine results. As the online content rises to the top of the search engine results, the likelihood that it will be clicked by web surfers increases.

SEO Basic Principles: Choosing Effective Keywords and Keyphrases

Web content developers who have become proficient in SEO best practices have learned to place themselves in the position of the end user searching on a particular term. This means asking the question, "If I were searching on a given search term, what would I type in the search box?"

For example, a new car owner searching for car insurance would probably type "car insurance" into the web search engine. However, the person could also type "affordable car insurance," "find car insurance," or "cheap car insurance."

With this in mind, the web content developer sprinkles the article with these keyphrases, being careful at the same time not to use any given keyword too many times lest search engines consider it spam. But the basic SEO technique stands: using two to three keyphrases strategically throughout the article.

Importance of Using the Google Keyword Tool for SEO Keywording

The one tool in the web content developer's SEO arsenal is the Google Keyword Tool. The Google Keyword Tool helps online content developers select keywords and keyphrases by displaying numerous synonyms relative to advertiser competition, estimated cost per click, and search volume. For example, should the SEO copywriter use the phrase "cheap homeowners insurance" or "homeowners insurance online?" The Google Keyword Tool helps determine this based on a variety of factors including

* advertiser competition: number of advertisers bidding on the selected keyword
* cost per click: average cost each time a user clicks an ad in the content
* monthly search volume: an estimate of monthly number of searches on specific keywords and keyphrases

The SEO keywords and keyphrases selected by the web copywriter determine the popularity of the article, revenues generated from advertising, and the chances the web content will be easily located by web searchers.

The Bottom Line on SEO

While some web content developers would rather skip all the effort of optimizing their online content for the web, this could be a mistake. Rather, online copywriters should take the time to learn basic SEO principles including how to choose effective keyphrases and how to use the Google Keyword Tool to select the best keywords. A properly executed SEO web content optimization strategy increases the visibility, marketability, and profitability of web content, leading to increased market share.

Learn more about this author, Daniel J. Gansle.
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